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Case Study | Dettol – Extending Brand Products

Case Study | Dettol – Extending Brand Products 3 min read

Dettol provides perhaps the best Indian example of brand extension. It demonstrates how a product which is not something delightful to have in your home could be extended to reach out and achieve higher targets. Dettol is a product that is over a half-century old. People all over the globe have grown up experiencing the pungent and burning sensation that it gave them on wounds and cuts one suffered in childhood. Its unique smell, colour, bottle and lettering is firmly imprinted in the minds of people. There is no other product that can compete for the place that Dettol occupies. This long-time association gives Dettol an advantage that is difficult to match up against. Dettol is trusted protection against germs.

Dettol, being a strong brand in every sense of the term, has been constrained by its volume sales and profitability. It is not something which one would like to use more prodded by volume generation communication. The brand was not amenable to move volume or frequency-based strategies. This led the firm to look for opportunities outside its antiseptic categories. Consequently, the brand has seen the following extensions over time:

• Dettol Soap : It was originally launched as a family soap in the early ‘eighties. But its positioning did not fall in line with Dettol’s core property: fighting germs and protection. The Result: Dettol soap bombed in the marketplace. The company soon realized its mistake and corrected its position in line with its essence. The brand was relaunched as a ‘100% bath’ soap. Brand communication stressed effectively on the need to have a cent per cent bath, not a superficial one, because of dirt and grime to which one is exposed in daily life. The result: Dettol soap became one of the top-selling soaps in India.
• Dettol Plaster: The self-medicating plaster market in India is dominated by J&J’ s ‘Band Aid’. The product is so firmly entrenched that it has become generic. Undeterred by Band Aid’s might, Dettol ventured into the plaster market. The plaster market is not very big in India but Dettol’s foray into this market appeared synergistic with Dettol’s properties. The brand could easily be leveraged into the nicks and cuts market which children often have and the first remedy that mothers often use is Dettol antiseptic. Why not provide the Next Solution : the cover-up plaster to protect the wounds from germs? Despite low profile marketing, Dettol plaster managed to get around ten per cent of the market.
• Dettol Shaving Cream: What happens when one suffers a minor nick while shaving? The immediate reaction is to apply an antiseptic. Keying on this idea, Dettol’s latest extension is into the shaving cream market. This launch is completely in tune with what the mother brand stands for. Again, through the total market for shaving creams is small, Dettol has managed to carve out a niche for itself.
• Dettol Talc: The last extension that Dettol brand has witnessed is in the talcum powder category, the talc has been positioned as a solution to dermatological problems which are often caused by germs in hot and humid conditions. The advertisements specifically convey the idea that Dettol talc is for occasions when ordinary talc proves insufficient. It is too early to predict the fate of the product. But it does seem to exploit the expertise that Dettol as a brand seems to signify: protection against germs.

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Dettol: Marketing Research for Understanding Consumer Evaluations of Brand Extensions

By: Anand Kumar Jaiswal, Arpita Srivastava

This case is about a marketing research study conducted on brand extensions of Dettol. Dettol as a brand has got immense trust and loyalty from consumers. To achieve fast growth and leverage the…

• Length: 9 page(s)
• Publication Date: Nov 8, 2007
• Discipline: Marketing
• Product #: A00229-PDF-ENG

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This case is about a marketing research study conducted on brand extensions of Dettol. Dettol as a brand has got immense trust and loyalty from consumers. To achieve fast growth and leverage the Dettol brand name, Reckitt Benckiser India Limited introduced a number of brand extensions. Some of these extensions such as Dettol Soap and Dettol Liquid Hand Wash were are very successful, but most of the other extensions failed to perform in the market. The case discusses how a marketing research study can help in predicting the success of different brand extensions of Dettol.

Learning Objectives

Understanding how marketing research can help marketers to predict consumer acceptance of different brand extensions. Analysing the effect of various factors on the success and failures of brand extensions with the help of qualitative and quantitative data. Understanding how Aaker and Keller's (1990) model can be used to analyse how customers evaluate brand extensions.

Nov 8, 2007

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Beauty and personal care

Indian Institute of Management-Ahmedabad

A00229-PDF-ENG

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(Indian Institute of Management, Vastrapur, Ahmedabad 380015, India)

(Management Development Institute (MDI), Mehaurali Road, Gurgaon 122001, India)

(Xavier Labour Relations Institute (XLRI), Jamshedpur, India)

• Anand Kumar Jaiswal

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The Dettol Row: From Bathroom Wrangles to Kitchen Squabbles

Case Preview

Walking down the aisles of a department store, the mother-daughter duo reached out to products as per their meticulously prepared shopping list. Mamta 1 was visiting her daughter, Shikha 2 to help her settle down at her new home in Mumbai. Shikha was a 23-year- old bright youngster 2 months into her first job at a multi-national company. Being her first ever stay away from home, Mamta was particularly concerned about Shikha’s awareness of household requirements; she took upon herself to recommend suitable products for the new household.

Among rows of items listed in the shopping list, Dettol antiseptic liquid was one of the must-haves, for it was a brand Mamta trusted innately. Shikha also picked up Dettol liquid hand wash and Dettol soaps; the latter formed an intrinsic part of her skincare regime since early childhood. Shikha and Mamta were now near the shelves that stocked kitchen cleaners. Mamta was looking out for her time-tested brand of kitchen-cleaning agent to recommend to her daughter. She was taken aback to see the new entrant on the shelf – Dettol Kitchen Gel! To Mamta, kitchen cleaner meant an efficient cleaning agent that took grime and grease off utensils and the kitchen  surfaces. Mamta belonged to the generation that had upgraded from powder-based, cake-based to liquid and gel-based kitchen cleaners. Rising awareness on hygiene and products with superior benefits were now the order of the day in urban India. 3 Her preferred brand of kitchen cleaner had natural ingredients such as lemon and antibacterial properties of neem 4 . “Who would want the kitchen to smell like a hospital and utensils to get an antiseptic like-feel?” remarked Mamta. She tried to reason, Dettol products had always been placed in the washroom bracket be it antiseptic, hand wash or soap...........

Dettol – The Brand Lineage

Dettol, the flagship brand of Reckitt Benckiser (RB) has been a household name in India since its launch in the year 1933. RB has been one of world’s leading manufacturers and marketers of branded products in health, hygiene and home, selling a comprehensive range through over 60 operating companies into nearly 200 countries. RB’s vision is a world where people are healthier and live better. A key pillar of RB’s strategy was to deliver growth ahead of the rate prevailing in markets through an increased focus on power brands in the health, hygiene and home categories............

Dettol – The Brand Wagon

Dettol is an iconic brand that has stood for “trusted protection” in India for over 80 years. In the 1980s thousands of doctors and hospitals recommended the use of Dettol and 11.4 million bottles of Dettol were sold. Furthermore, estimates reveal that 10 million householders in India kept Dettol in their medicine chests and 65 million people were known users of the product................

Dettol’s Bathroom Bickers

The Indian soap industry includes – bar soap, liquid shower gels and liquid hand wash and is pegged at ₹ 10,000 crore with an 8%–10% growth per annum. Of this, the Indian bar soap market alone accounts for majority of soap consumption and is valued approximately at ₹ 6,500 crore. Soap bars are marketed using a variety of appeals to the target market. In this context, based on the appeal the soap market can be classified as follows – Baby soaps, Beauty soaps.............

Competition

In the sub-category of health and hygiene soaps, Dettol soap faces competition predominantly from brands such as Hindustan Unilever’s (HUL) Lifebuoy, Johnson & Johnson’s (J&J) Savlon. Other significant players offering a stiff competition to Dettol soap include Cinthol from Godrej Consumer Products Ltd (GCPL), India’s second-largest soap maker, HUL’s Lux and Wipro Consumer Care’s Santoor. Of these, Lifebuoy has emerged the strongest competitor for Dettol soap.................

Promotion Focus

Dettol Original soap was launched on the lines of “Give your family the loving care of Dettol Soap”. The product had low acceptance since consumers perceived an antiseptic soap to be too harsh for their skin when used on a daily basis. The mid-1980s saw Dettol soap repositioned as the soap for specific occasions especially when a clean germicidal bath was necessary.............

Dettol’s Kitchen Squabbles

Indian dishwashing market is valued at ₹ 2,000 crore and includes dish wash bars, powders and liquids. Bar soaps dominate the Indian dishwashing cleaning market of which HUL’s Vim Dishwash Bar is the category leader with a 54% value share (2012)................

Assignment Questions

I. In a category like kitchen cleaner (CAGR 40%), was launching a Dettol Kitchen gel as a brand extension a good strategy? Elucidate.

II. What factors can help Dettol kitchen gel extend its reach and relevance? Substantiate your answers with relevant arguments.

III. ....................

Exhibit I: RB’s Product Portfolio in India

Exhibit II: Brand Resonance of Dettol

Exhibit III: Dettol’s Brand Wagon

Exhibit IV: Dettol vs Lifebuoy – The Turf War

Exhibit V: Head to Head product Attributes and Positioning Strategies – Dettol vs Lifebuoy Soaps

Exhibit VI: Advertisements of Dettol and Lifebuoy Positioned as the Family Soap

Exhibit VII: Innovations in Kitchen Hygiene Products

Exhibit VIII (A): Round 1: Dettol Healthy Kitchen Gel’s Launch Advertisement Directed against HUL’s Vim

Exhibit VIII (B): Round 2: HUL’s Vim Fights Back

Exhibit VIII (C): Round 3: Lifebuoy Extends the Fight and Takes it Back to the Bathroom Bracket

Teaching Note Preview

Dettol, the flagship brand of Reckitt Benckiser (RB) has been a household name in India since its launch in the year 1933. Pitched on the distinctive attribute of germ-free protection, Dettol has attempted to leverage upon its brand strength by introducing a string of extensions ranging from personal care, personal hygiene, and household cleaners to medicated products categories. Most of these extensions attempting to bank on the core values of the parent brand directly targeted wellestablished brands in their respective categories, often heading for a brand war between them. However, most of the brand extensions of Dettol have received lukewarm responses from consumers at large owing to a variety of reasons.

The last three decades have seen Dettol extending its germ-free campaign from disinfectant to soap to liquid soap categories. Furthermore, Dettol has been vying hard to be the toilet soap of choice by harping on its germ-free bath benefit, thereby taking on Unilever’s Lifebuoy, leading to an overlapping brand promise. This ongoing brand war between Dettol and Lifebuoy has had many a consumer perceive Dettol to be a brand to be placed in the bathroom bracket. In its latest brand extension avatar, Dettol attempts to take on Vim Liquid, a well-established kitchen cleaner brand from the Unilever stable. Is this a desperate attempt by RB to engage in combat with Unilever that transcends traditionally established categories for Dettol? Will this fight for space from the bathroom basins to the kitchenette tops help increase consumer mind share for Dettol? Or will this move by RB lead to a reverse swing diluting the Dettol parent brand, with consumers not wanting the same brand to be part of their personal care portfolio as well as on their kitchen sinks?

This case study attempts to focus on the aspect of brand extensions and trigger insights on how brand extensions in seemingly unrelated categories can be positioned effectively.

Expected Learning Outcomes

• • Focus on the pros and cons of extending brands into unrelated categories, that requires the reader to engage in Analysis of the case context
• • Gather insights on how brand extensions can be positioned to remain relevant across generations of consumers and product categories
• • Recognize the concept of brand elasticity and evaluate how it needs be considered in brand architecture and related communication (Evaluation) and prompting students to build in tradeoffs in their approach prompting them to compile information (Synthesis)

Case Positioning and Setting

The case study has been developed keeping in mind students taking up a structured management program. Alternately, executives opting for programs in Brand Management and Integrated Marketing Communication may also find it useful.

Mandatory Reading

• • Kevin Lane Keller, et al., “Introducing and Naming New Products and Brand Extensions”, Strategic Brand Management, 3 rd Edition, Pearson, 2011

...................................................

This case study attempts to focus on the aspect of brand extensions and trigger insights on how brand extensions in seemingly unrelated categories can be positioned effectively. The last three decades have seen Dettol extending its germ-free campaign from disinfectant to soap to liquid soap categories. Furthermore, Dettol has been vying hard to be the toilet soap of choice by harping on its germ-free bath benefit, thereby taking on Unilever’s Lifebuoy, leading to an overlapping brand promise. This ongoing brand war between Dettol and Lifebuoy has had many a consumer perceive Dettol to be a brand to be placed in the bathroom bracket. In its latest brand xtension avatar, Dettol attempts to take on Vim Liquid, a well-established kitchen cleaner brand from the Unilever stable. Is this a desperate attempt by Reckitt Benckiser (RB) to engage in combat with Unilever that transcends traditionally stablished categories for Dettol? Will this fight for space from the bathroom basins to the kitchenette tops help increase consumer mind share for Dettol? Or will this move by RB lead to a reverse swing diluting the Dettol parent brand, with consumers not wanting the same brand to be part of their personal care portfolio as well as on their kitchen sinks?

• To highlight the pros and cons of extending brands into unrelated categories, that requires the reader to engage in Analysis of the case context
• To gather insights on how brand extensions can be positioned to remain relevant across generations of consumers and product categories
• To recognize the concept of brand elasticity and evaluate how it needs be considered in brand architecture and related communication (Evaluation) and prompting students to build in tradeoffs in their approach prompting them to compile information (Synthesis)

Case Positioning and Setting The case study has been developed keeping in mind students taking up a structured management program. Alternately, executives opting for programs in Brand Management and Integrated Marketing Communication may also find it useful.

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Dettol: Marketing Research for Understanding Consumer Evaluations of Brand Extensions

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Dettol Marketing Strategy | What Drove Dettol’s Success in the Indian Market?

Abinaya Arangarajan

The saying ‘Hygiene is two-thirds of health’ holds great importance in life as hygiene is one of the most important basic human needs. Since the outbreak of covid-19, we are obliged to wash our hands regularly to prevent the spreading of the virus all around. Well, you may be thinking that using a regular soap would cleanse the germs in one wash, right? But you are wrong about it because regular soaps don’t contain any antibacterial chemicals, whereas a hand wash liquid or disinfectant gel does.

So, to ensure this someone has to take the job of manufacturing antibacterial chemicals in products. Well, that’s Reckitt, a multinational UK-based consumer goods industry is a leading company in the manufacturing of disinfectant products all over the world. Reckitt & Sons are well-known for working towards the provision of disinfectant products for a cleaner and healthier world by launching Dettol, Harpic, Vanish, Cillit Band and Lysol, ultimately owning a net worth of around 56 Billion USD and becoming one of the world’s largest household products companies.

Among all of these brands, Dettol showed great growth during the pandemic. However, even before the pandemic, Dettol is known to be a tried and trusted household brand for many. This is because of its great products, pricing, and most importantly its marketing strategies. No brand can flourish well in the absence of the right marketing strategies. In this article, we will go through Dettol's marketing strategy that makes it the most trusted hygiene brand.

Marketing Strategies of Dettol

Product strategy, price strategy, promotion and advertising strategy.

• Selling & Distribution Strategy

Unique Features of Dettol's Marketing Strategy STP of Dettol Dettol's Marketing Campaigns Dettol's Covid-19 Marketing Strategy

Dettol is one of the most popular and trusted antiseptic and hygiene brands. Almost every household has a strong faith in this brand when it comes to hygiene. The following are the key marketing strategies of Dettol that make it a household name in the hygiene category:

Dettol is one of the largest brands in selling & distributing antiseptic solutions in the form of Dettol Antiseptic Liquid, Soap, Hand Wash, and Dettol Surface Cleaning. One of the original products branded by Dettol is Antiseptic Liquid which is highly recommended as a first aid toolkit necessity. The brand offers various other products like hand sanitisers, shaving cream, dishwashing liquids, etc. This product strategy to provide different kinds of products on a budget under one name with the claim to kill 99.9% of germs proves to be great for Dettol's success.

One of the key marketing strategies of Dettol is a great pricing strategy that uses varied pricing. As I mentioned earlier, Dettol offers budget-friendly products that use the valued price method in which the customer gets the best value for the product purchased.  For instance, Dettol Anitspectic 550ML costs INR 194 and 1Liter is priced at INR 330 in India. Its pricing strategy is to offer its products in different sizes and prices to suit different categories of people.

Dettol contributes a great share of its profits towards its brand promotions and advertisements. It is known to advertise its products through campaigns, radio, TV ads, print ads, and so on. The brand is known to develop a strong connection with the customers with its blogs, surveys, social media channels, and different campaigns. Dettol also indulges itself in celebrity promotions to strengthen its image among its customers.

Selling & Distribution Strategy

Dettol products are available in over 120 countries. The company sells its products to distributors who in turn sell them to wholesalers and retailers. In the case of bulk order, the company use a direct channel distribution strategy, by delivering the products to the customer.  

Thus, Dettol opts for an amazing selling and distribution strategy by offering its products everywhere including local general and medical stores, malls, and also over different eCommerce platforms.

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Unique Features of Dettol's Marketing Strategy

The following are some of the unique features of Dettol's marketing strategies that make it stand out from the rest:

Brand Equity

Consumers perceive Dettol as authoritative as being somehow reliable and adaptable and ensuring coverage from germs, according to brand image data analysis. Dettol's equity on bacteria safeguarding has continued to remain very potent. It's been compared to a soldier that shields them from the dirty and unsanitary physical realm.

When a brand is used, the user experiences a wide range of emotions . The brand conjures up favourable pictures and thoughts, from reassuring customers that their families are safe and secure and also giving mothers the satisfaction of knowing they have done everything in their power to protect their children from germs.

BCG Matrix is a growth-share matrix that is used to analyse different products of a company. The matrix divides the products into four categories. These are the star products, cash cows, dogs, and question marks. Star products indicate high growth and high market share; cash cows have low growth but high market share; dogs have low growth and a low market share; question marks have high growth but low market share.

For Dettol, its liquid hand wash is the stars, the antiseptic liquid is its cash cows, band-aids are the dogs, and products like soap bars, shaving cream, and wipes are its question marks because of less demand among the customers .

Competitive Analysis

Another unique feature of Dettol's marketing strategy is competitive analysis . Dettol can reach a broad market across multiple sectors because of its presence in several product categories and the enormous network of RB. They also dominate certain markets, such as those for antiseptic liquid and liquid hand soap, but some of their market segments, such as those for wipes, kitchen gel, and shaving cream, are performing relatively poor due to the competition from numerous local and international giants, including HUL, P&G, Dabur , and many others.

Market Analysis

Presently, several manufacturers' offers can be found in the sanitation marketplace. People are becoming more environmentally conscious as wealth and education levels rise, providing these businesses with a chance to grow their target market. Keeping this in view, another unique feature of Dettol's marketing strategy is that it always conducts market analysis to stay ahead in the race.

Customer Analysis

Dettol's customer analysis allows it to consider all groups of people irrespective of age, gender, or financial status. This is because everybody does need antiseptics, and since Dettol has been on the market for many years and has performed admirably, consumers have absolute confidence in the brand .

STP of Dettol

Segmentation.

Dettol uses Demographic segmentation in terms of age, social status, behaviour, gender, income level, and occupation. In simple terms, any person of any age can take the advantage of Dettol products.

From the young ones to the old ones, every generation contributes to the targeted customers of Dettol to increase the usage rate.

Positioning

Everyone looks out for hygienic products whenever they encounter the spread of any viruses. Thereby Dettol emphasis on its core brand positioning as an antiseptic which protects people from 99.9% of germs.

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Dettol's Marketing Campaigns

Dettol's most recent campaigns.

Dettol has released an advertisement clip as part of the #showercool campaign that highlights the USP of its soap, Dettol Intense Cool. The company has also teamed with Rajasthan Royals, an IPL team, as its official cooling partner for IPL 2022.

Dettol's Viral Campaign

Although the lockdown measures continue to relax, the Dettol campaign on individuals returning to the workplace became viral for the wrong reasons. The advertisement tries to explain parts of office life that people may be missing out on because they work from home. However, the advertisement instantly drew harsh reactions from commuters for comparing going back to work to seeing your second family. The government had been organizing a press partnership campaign to explore a range of themes related to the coronavirus response, and soon the officials clarified that there had never been a "return to work" campaign.

Dettol's Covid-19 Marketing Strategy

Due to the resurgence in the use of sanitation and health goods, Dettol has established itself as the market leader in India's soap sector. According to RB's most recent statement, the company currently controls 14% of the local soap market.

“For the first time in its history, Dettol, as a tribute to covid-19 warriors, replaced its iconic logo with an image of a Covid protector along with the ‘protector’s’ inspiring story," the company said on the launch of 'Dettol Salute Campaign'. This was a great marketing strategy that the brand opted for during the pandemic.

Dettol Banega Swasth India (DBSI) also launched Swachh Bharat Swasth Bharat Yatra to create awareness regarding health and hygiene among the people by conducting nukkad nataks across the ghats of Varanasi.

In addition to increased awareness of hygiene precautions, which has increased utilization of hygiene goods, effective and efficient supply chain administration during the crackdown assisted Dettol's business. Dettol and other etiquette goods like Lysol and Harpic account for more than 60% of the company's Indian sales.

It employed the ad firm Dentsu X in January to give it more traction. To take advantage of TikTok's viewership, RB inaugurated the Dettol India #handwashchallenge campaign in April. According to the company, the campaign received 125 billion views. Additionally, it has partnered with AIIMS to support pertinent research initiatives on cleanliness and other non-pharmaceutical things.

Dettol is one of the most popular household names when it comes to hygiene. All its marketing strategies are responsible for providing it with a competitive edge over other hygiene brands. Its product, pricing, promotions, and selling strategies are amazing and compliments its brand name. Thus, Dettol's marketing strategy is a great combination of building a strong brand image and ensuring customer satisfaction at the same time.

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Why is Dettol so successful?

Dettol is successful because it offers a range of quality products that suits the needs of every household at affordable prices. Moreover, being a tried and tested brand, it has developed a strong trust among customers that makes people buy it over other brands.

Who is the owner of Dettol?

Reckitt Benckiser, one of the world's largest household products companies is the owner of Dettol.

What is the unique selling proposition of Dettol?

Dettol's unique selling proposition is the provision of germs protection in its products like the antiseptic liquid, hand wash, soaps, and shaving cream.

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Sales & Marketing

Dettol: Marketing Research for Understanding Consumer Evaluations of Brand Extensions

Dettol: Marketing Research for Understanding Consumer Evaluations of Brand Extensions ^ A00229

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Product Description

Publication Date: November 08, 2007

Source: Indian Institute of Management-Ahmedabad

This case is about a marketing research study conducted on brand extensions of Dettol. Dettol as a brand has got immense trust and loyalty from consumers. To achieve fast growth and leverage the Dettol brand name, Reckitt Benckiser India Limited introduced a number of brand extensions. Some of these extensions such as Dettol Soap and Dettol Liquid Hand Wash were are very successful, but most of the other extensions failed to perform in the market. The case discusses how a marketing research study can help in predicting the success of different brand extensions of Dettol.

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